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Table of Contents Doc 02 PL Perth Pty Ltd applicant for conditional grant of a tavern licence and extended trading permit Pirate Life Perth 440 Murray Street, Perth PUBLIC INTEREST ASSESSMENT Prepared by Lavan on behalf of the Applicant Ref: Alec Weston [email protected] T: (08) 9288 6873 www.lavan.com.au © Lavan 2019 Public Interest Assessment Pirate Life Perth Table of Contents 1 Introduction and background 2 Applicant’s details and background 2 Sneakers & Jeans 5 Pirate Life Brewing 12 Overview of proposal 17 2 Locality 28 About Perth City 29 About the site 33 3 Manner of trade 37 The premises 38 Food & beverage services 40 Other services 42 Proposed trading conditions 44 4 Primary objects of the Act 45 Section 5(1)(a) 45 Section 5(1)(b) 45 Section 5(1)(c) 46 5 Harm or ill-health – section 38(4)(a) 52 At risk groups and sub-communities 52 Social health indicators 55 Strategies to be implemented to minimise harm or ill-health 57 6 Impact on amenity – section 38(4)(b) 58 Nature and character of the local community 60 How the proposed premises will fit into the amenity 62 Outlet density 63 Consultation 66 7 Offence, annoyance, disturbance or inconvenience – section 38(4)(c) 66 Business management plan 68 Strategies to combat offence, disturbance or inconvenience 68 8 Tourism, community or cultural matters – section 38(4)(ca) 68 9 Extended trading permit 72 10 Other matters 79 Security and safety 79 11 Conclusion 80 3463-3630-2861_1163536, v.4 © Lavan 2019 Public Interest Assessment Pirate Life Perth 1 Introduction and background 1.1 This Public Interest Assessment (PIA) supports the application by PL Perth Pty Ltd (ACN 635 974 079) (Applicant) for the conditional grant of a tavern licence and extended trading permit authorising ongoing hours in respect of premises situated at 440 Murray Street, Perth. The proposed tavern will operate as Pirate Life Perth. 1.2 This PIA addresses all relevant aspects of the public interest in accordance with both the Liquor Control Act 1988 (WA) (Act) and the licensing authority’s Public Interest Assessment policy1 (PIA Policy). 1.3 The PIA document is broken up into sections which collectively address all aspects of what is required under the PIA Policy for an application for a tavern licence.2 1.4 This PIA is part of the Applicant’s Case and should be read in conjunction with the other parts and supporting material, all of which are itemised in the document titled ‘Index of Material Before the Director and Applicant’s Case’. 1.5 Where this document makes references to particular documentary material to support certain information and propositions, that material is cited by way of its document listing in the tables contained within the Index document (eg ‘(DOC 1)’). Applicant’s details and background 1.6 PL Perth Pty Ltd was specifically incorporated by Andy Freeman for this project. 1.7 Pirate Life Perth is a truly “unique” opportunity for our city to house a spiritual home for Pirate Life Brewing in Western Australia. The founders of Pirate Life Brewing, who originate from Perth, specifically contacted Andy Freeman to ask him to be the operator and to open this Pirate Life branded venue. 1.8 Andy Freeman was seen as the best “fit” as he understands the importance of culture and has an intimate knowledge of the Perth hospitality scene as is evident from his successful portfolio of venues and his impeccable liquor track record. 1.9 According to Pirate Life Brewing:3 This venue is the first of what will hopefully become several lighthouse venues across Australia, allowing customers nationally to experience the Pirate Life for themselves, in person. Pirate Life Perth will be the Western Australian lighthouse for the Pirate Life brand. 1 Last amended 3 October 2018 2 Ibid 3 Pirate Life Letter (DOC 16.1) 3463-3630-2861_1163536, v.4 © Lavan 2019 2 Public Interest Assessment Pirate Life Perth 1.10 PL Perth Pty Ltd will operate as part of Andy Freeman’s hospitality group, Sneakers & Jeans. Sneakers & Jeans will join forces with Pirate Life Brewing (owned by CUB Pty Ltd) to create Pirate Life Perth at 440 Murray Street, Perth. PL Perth Pty Ltd will enter into an agreement with Pirate Life to operate under the Pirate Life brand. That said, PL Perth Pty Ltd will maintain full and complete as licensee and be responsible for all of the proposed tavern operations. There is to be no profit sharing arrangement or any other role by Pirate Life Brewing in the selling of liquor or other aspects of exercising the trading privileges of the tavern licence. 1.11 Whilst PL Perth Pty Ltd will operate the hospitality aspects of the venue, the microbrewery will be owned and operated by Pirate Life Brewing. The microbrewery will operate pursuant to a producer’s licence and while being on the same site at 440 Murray Street, it will operate entirely independently and discretely from the tavern and will not be within the licensed area of the tavern. 1.12 When the Pirate Life Perth concept was announced to the public on Monday, 23 September 2019, it created a significant amount of excitement and interest. This is evident from the following media outlets that immediately published news articles about the new venue: 1.12.1 WA Business News – A Pirate Life for Perth in 2020 (DOC 32.1); 1.12.2 Urban List – Get Ready, Perth CBD Is Set To Score A Huge Brewery With A Rooftop Garden (DOC 32.2); 1.12.3 Perth Now – Pirate Life Perth due to open in CBD in 2020 (DOC 32.3); 1.12.4 The West Australian – Pirate Life Perth due to open in CBD in 2020 (DOC 32.4); 1.12.5 Brews News – Pirate Life to open 1,000-capacity brewpub venue in Perth (DOC 32.5); 1.12.6 The Lead – Pirate Life to open brew bar in Perth (DOC 32.6); 1.12.7 Australian Bartender – Andy Freeman’s Sneakers & Jeans group to open Pirate Life Perth (DOC 32.7); and 1.12.8 So Perth – Pirate Life Brewery is coming to Perth CBD in 2020 (DOC 32.8). 1.13 In addition to the various media articles, many prominent people have gone to the time, trouble and effort to write letters in support of the proposal. Those people that have provided letters of support include for example: 1.13.1 Bradley Woods, CEO of the Australian Hotels Association in Western Australia (DOC 16.4); 1.13.2 Peter Brampton, General Manager of The Westin Perth (DOC 16.5); 1.13.3 John Carey, State Member for Perth (DOC 16.8); 3463-3630-2861_1163536, v.4 © Lavan 2019 3 Public Interest Assessment Pirate Life Perth 1.13.4 Brodie Carr, Managing Director of Tourism WA (DOC 16.2) and 1.13.5 Tabitha McMullen, City of Perth (DOC 16.3). 1.14 In order to address matters of public interest, the Applicant made a questionnaire available to the public using the online tool known as Survey Monkey. The questionnaire detailed the Pirate Life Perth concept and then invited participants to complete the survey questions. An amazingly positive and almost immediate response was received from the public with 473 people completing the survey in little over a week. A copy of the questionnaire and the results are provided as part of the application documents (DOCS 14 & 15).4 The results of the questionnaire (analysed and calculated by Survey Monkey) are provided throughout the PIA in graphical form. For example, 470 people out of the 473 people who completed the questionnaire supported the tavern licence application and 469 out of the 473 likely to use the proposed services as can be seen from the graphs below. 4 Please note that the individual results of each survey can be provided to the licensing authority, however, number in excess of 2,000 pages 3463-3630-2861_1163536, v.4 © Lavan 2019 4 Public Interest Assessment Pirate Life Perth Sneakers & Jeans 1.15 Andy Freeman is one of Australia’s leading hospitality professionals and is responsible for creating some of Western Australia’s most iconic hospitality venues. 1.16 Andy has been consistently named in the Australian Bartender Magazine’s Top 100 Most Influential List. The List is released biannually and in 2019, Andy was ranked as the 16th most influential hospitality professional in Australia as can be seen from the image below.5 It is a testament to Andy’s standing in the hospitality industry that he has made the List every year since its inception in 2009. 1.17 Andy’s hospitality group, Sneakers & Jeans, currently owns and operates venues such as Hadiqa, The Flour Factory and Varnish on King to name a few. Andy’s journey in the industry started with his tertiary studies in Hospitality and Tourism, after which he worked at various popular Western Australian venues and learnt the ropes in bartending and venue management. To further develop his skills, Andy moved to London and was employed at Marco Pierre White’s internationally renowned Titanic Bar. Under his management, the venue was voted the Number 1 bar in London. 5 DOC 31 3463-3630-2861_1163536, v.4 © Lavan 2019 5 Public Interest Assessment Pirate Life Perth 1.18 Over the last 20 years, Andy has shaped what is now one of the country’s best food and beverage scenes. Andy’s expertise and success are evident in the many venues that he has worked in, managed or established. These are detailed below: 1.18.1 C Restaurant and Bar – Whilst Andy was employed at C Restaurant and Bar, the venue won the Bars and Clubs Magazine Cocktail List of the Year 2001 and a Gold Plate Award.
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